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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
DMS ’09 Preview: What Keeps Yellow
Pages Industry Leaders Up at Night…and What Gets Them Up in the Morning?
BIA/Kelsey WebinarAugust 12, 2009
2 pm – 3 pm EDT
11am – 12 pm Pacific
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Today’s Webinar Topics
� DMS ‘09 at a glance
� The global Yellow Pages landscape
� Meta-theme #1: Embracing accountability
� Meta-theme #2: Transforming the sales channel
� Meta-theme #3: Reinventing the business model
� Roundtable discussion
� Q&A
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Today’s Speakers
� Charles Laughlin SVP & Program Director, The Kelsey
Report
� Matt Booth, SVP, Program Director, The Kelsey
Group
� Nancy Augustine, SVP, Association of Directory
Marketing
� Bill Dinan, President, Telmetrics
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
DMS ‘09 At a Glance
� 300+ industry players -- decision makers and influencers
� 40+ diverse speakers across 15+ sessions
� Strong international presence
� Alliance with YPA
� Increased focus on national advertisers
� New TKG research on SMB advertisers
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
DMS ‘09 Keynote Speakers
The DMS ‘09 keynoter roster represent
• >27% of 2008 global Yellow Pages revenue
• >17,000 employees
• >7,400 sales representatives & account execs
• >2,000 print directory titles
•>272 million printed directories
• >$1 billion in online revenue
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Global Media Breakdown 2008
Source: BIA/Kelsey (2009)
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Global Media Breakdown 2013
Source: BIA/Kelsey (2009)
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
U.S. Media Performance Q1 2009
Source: BIA/Kelsey (2009)
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
The Global Yellow Pages Landscape
� Economy + migration accelerates pressure for publishers to
make revolutionary changes to their businesses
� Most highly competitive directories markets (USA, UK,
Brazil…) are experiencing or anticipating consolidation
� As consolidation happens, commitment to transparent,
multiproduct selling will distinguish the winners
� Increasingly publishers see themselves not as Yellow Pages
publishers but as lead aggregators for SMBs
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Meta-Theme 1: Embracing Accountability
� Use of PFP moving from online to print
� Once for non-traditional and rescue accounts – pay for
performance is now coming into general use
� What’s causing the transformation?
� The economy drives more questioning of value of media spend
� Transparency of online media raises expectations for accountability
DMS sessions dealing with this topic:
• Fixing the Yellow Pages Business Model
• The Global Yellow Pages Leadership Forum
• Understanding Users and Advertisers – A Deep Dive into Exclusive TKG Data
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Meta-Theme 2: Transforming the Sales Channel
� The business is increasingly multiproduct, digital and
explicitly performance-based
� SMBs are more demanding and less receptive to
sales messages that are not based on ROI
� Sales training needs a complete overhaul to keep up
with changes in the local landscape
DMS sessions dealing with this topic:
• Building a Multi-Product Sales Foundation
• Moving Multi-Product Selling Beyond Bundles
• Fixing the Yellow Pages Business Model
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Meta-Theme 3: Reinventing the Business Model
Every aspects of the Yellow Pages business
model is under scrutiny:
• The 12-month publishing cycle
• The subscription based pricing model
• The 100% carbon-based sales channel
• The print + online financial reporting model
• The ubiquitous A-Z Yellow Pages directory
• The proprietary IYP platform
DMS sessions dealing with this topic:
• Vertical Case Studies: Lessons for Yellow Pages Publishers
• Fixing the Yellow Pages Business Model
• The Global Yellow Pages Leadership Forum
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
DMS ’09: Benefits of Attending
� Understand into how leading players are adapting to change
� Learn the key changes the next 3-5 years will bring
� Share best practices with colleagues from around the world
� Discover and network with potential customers and partners
� Compare your company’s performance against global peers
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Roundtable Discussion
“What Keeps Yellow Pages Industry Leaders Up at Night… and
What Gets Them Out of Bed in the Morning?”
� Charles Laughlin, SVP & Program Director, The Kelsey Report
� Matt Booth, SVP & Program Director, Interactive Local Media
� Nancy Augustine, SVP, Association of Directory Marketing
� Bill Dinan, President, Telmetrics
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Global Yellow Pages 2009
� Comprehensive fact book on the global directory
publishing industry
� Profiles of more than 60 companies worldwide
� Directory revenue forecasts (2008-2013) for
more than 30 countries
� Company profiles include:
� Sales channels
� Revenues by channel
� Margins
� Print, digital and mobile search products
� Directory titles and distribution
� Key strategic initiatives
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Copyright © 2009 BIA /Kelsey. All Rights Reserved.
Questions and Answers
Thank you for attending todayThank you for attending today’’s event.s event.
For more information about DMS, please contact: Nanci Karas – [email protected]
or
Go online to:
http://www.kelseygroup.com/dms2009/index.asp
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For all other inquiries, please email us at: [email protected]